Content Activation

Content Insight

Content is at the heart of B2B marketing – it's central to cultivating educated, qualified buyers. But to really know if your marketing is working, you need to understand how your prospects are engaging with your content. Unfortunately, the data most marketers collect about content engagement today is incredibly limited. Clicks, form-fills, and downloads only tell part of the story.

PathFactory Content Insights provide the decision support required to analyze what is and isn’t working to generate pipeline and revenue, and automates content delivery decisions to remove friction from the buying process.

INFORMED MARKETING DECISIONS

DATA-DRIVEN CONTENT DELIVERY

Content Insight meets its perfect match with Content Activation to ensure your buyers always see the next best asset based on all the engagement data available.

THE PATH TO ALWAYS-ON CUSTOMER EXPERIENCES

Content Activation

Content is the key to informed purchase decisions, but B2B marketing often gets content delivery wrong. The buyer's journey is devoid of personalization, riddled with dead ends, and forces engaged prospects to hunt for the information they need - slowing their progress on the path to purchase.

PathFactory solves this problem for B2B marketers by informing the buyer's journey with deep insights about content engagement and putting buyers down highly prescriptive content tracks that always serve the next most relevant asset. Connect your buyers with more of the information they need, when they need it.

The PathFactory Engine

The brain of the PathFactory platform, the Engine gathers external visitor and account data sets, analyzes content using AI, and combines that information with session engagement data to build a full understanding of the role content plays in the buyer’s journey and its impact on pipeline and revenue. The Engine uses this data and insight to activate content and connect buyers with the most relevant information when they need it.

The critical insights produced by the PathFactory Engine are surfaced in Path Analytics and provide marketers with a level of insight and decision support never before available. This reporting enables real-time campaign, channel, and content optimization, and answers key questions like: Which visitors and accounts had good engagement? Who is ready to buy? How can I optimize my campaigns? What’s the next best asset for each visitor and account? What’s the return on my content marketing efforts?